New report paints bright picture of consumer perceptions of AI for marketing

New report from Rocket Fuel finds most consumers would welcome AI's role in improving product and service recommendations as well as personalised advertising and offers

A new study of consumers across generations has found the majority would welcome brands using artificial intelligence to better inform and direct buying decisions.

The Consumer Perceptions of AI Survey, which was conducted by adtech vendor, Rocket Fuel, polled nearly 1900 consumers across eight countries including Australia, and found 80 per cent of millennials (25-34 year-olds) see value in brands engaging them with personalised advertising and offers. When asked, 62 per cent also saw the value of using AI to make suggestions and products or services they might want based on their interests.

Gen X was slightly less impressed with AI, with 74 per cent seeing personalised advertising and offers as a benefit, and 53 per cent liking the idea of product suggestions based on interests. Baby boomers (55+) were at the bottom of the list.

Across the board, the results paint a positive picture for how AI is being perceived. Two in three of all consumers surveyed saw AI as an exciting technology development, rather than a negative one, a figure highest with men aged 18-34 (81 per cent). Sixty-nine per cent also agreed it’s becoming a part of everyday life, with 17 per cent believing it’s already being used widely.

Specifically, 64 per cent were aware of AI’s application in military, 61 per cent in the home, and 61 per cent in media, advertising and marketing as a combined practice. More than half of those aware of AI viewed it as a positive technology (57 per cent).

When asked if AI is a force for good or evil, 40 per cent of all respondents said good, 6 per cent said evil, and 45 per cent said both. About one in five were scared of AI – the highest percentage being gen Z females (25 per cent, aged 18-24), the lowest, millennial males (13 per cent). But three in four said they didn’t think AI would replace humans in terms of jobs emotionally, and two in three didn’t see it replacing humans in terms of creativity.

In terms of benefits, consumers said AI was most about driving efficiency and completing tasks faster (54 per cent), followed by productivity (51 per cent) and predictive (47 per cent).

Read more: Exclusive CMO interview: Where Oracle is heading with AI in marketing

Read more: 8 things you need to know about AI in marketing right now

Rocket Fuel country manager for A/NZ, Mailee Creacy, said the research provided insight into the role AI can play and where consumers are expecting it.

“Artificial intelligence can help marketers navigate the oceans of data that exist today and anticipate the moments a consumer is most likely to notice them or take interest in their brand, products and services,” she added. “This means they can offer real-time, contextual targeting that allows them to find potential customers and serve ads that are anticipated, even enjoyed, rather than irritating.

“This is really only the beginning of the journey. As artificial technology continues to develop we expect to see it incorporated into our lives and experiences in deeper and more meaningful ways.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in